Wine has seen slow and steady growth in Romania, highly influenced by supply dynamics. Romania is the 13th most important wine manufacturer globally.
Sparkling wine registered another year of growth in both volume and current value terms in 2018. This can be explained by the rising presence of economy brands and increasing penetration of Prosecco.
Supermarkets is a growing channel through which consumers buy wines. These retailers have wide product portfolios, selling wines with a perceived good price/quality ratio.
Local companies dominate sales of wine in Romania. Jidvei, Cotnari, Cramele Recas and Vincon Vrancea were the top four players in 2018, accounting for the majority of sales of wine, even though there are 1,000 wine producers in the country.
New product development is a key strategy for producers to build loyalty, especially in the context of rising curiosity amongst the Romanian population. Some launches target the unexploited potential of certain wine types.
The wine category is undergoing continuous diversification, both in terms of product types and prices. Over the review period, private label became increasingly important, with most products concentrated in the economy segment.
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This industry report originates from Passport, our Alcoholic Drinks market research database.